Segmentation lets you target highly specific groups of people, and then talk to them in a way that’s actually relevant to their needs.
Amanda Severs and her colleagues at Rockhouse Partners, a Nashville-based event marketing agency, analyze tons of customer data to identify the most likely ticket buyers for their 100-plus clients — and then they use segmentation to speak directly to them.
Using tools provided by Mailchimp, Amanda’s team divides prospects into groups based on their favorite music genre, geographic location, email list sign-up date, and more. “We can take all of this customer data and easily pull things out to create very targeted campaigns,” she says.
Segmentation allows Rockhouse’s clients to send emails only to customers who are actually interested in receiving them. This leads to higher open rates, higher click-through rates, and more transactions.
Use a knife, not a fire hose
Let’s say Amanda is promoting a client’s music festival in Kalamazoo, Michigan — we’ll call it Hayknife. With Mailchimp segmentation, Amanda can target her campaign based on a combination of variables:
- Geography: People who live within 200 miles of Kalamazoo
- Engagement: People who open emails from Hayknife’s promoter on a regular basis
- Purchase history : People who have bought tickets to Hayknife — or festivals like Hayknife — in the past
- Age: People under the age of 35
Because Amanda can target the people most likely to be interested in and able to attend Hayknife, the results of her campaign will be far more successful than the approach used by many event promoters.